This subject provides students with an introduction to the concepts and skills necessary to successfully undertake market-specific research to understand the needs of customers. In addition, this subject introduces students to the growth of on-line data collection methods and other aspects of digital marketing research. Marketing research is a managerial tool used to better understand current and potential customers in the marketplace. The aim is to enable students to become knowledgeable about how successful businesses conduct market-specific research to continually respond to changes in market trends and to enhance or maintain a competitive advantage.